Bright Crop

Building real futures for young people: The agri-food industry contributes more than £10bn to the UK economy every year, yet has lacked an online destination for young people to explore the career opportunities it offers. Until now.

Bright Crop is a cross-industry initiative that inspires young people to consider a career in farming and food supply. It promotes positive perceptions of agri-food as a vital industry that offers diverse and rewarding careers. Bright Crop allows the agri-food industry to tell its story and attract the next generation of talent.

Changing perceptionsOur challenge was to develop communication tools to help Bright Crop tell a coherent story to engage with young people and with the industry itself. We worked with the Bright Crop team to research, name and develop a bold brand, messages and destination website to break down some of the pre-conceptions around its industry.

Springboard for successApplying our proven analytical approach to the Bright Crop target audience, we helped to identify content requirements and online behaviour. This provided the springboard for dynamic content conveying the experiences and career opportunities agri-food has to offer, including website, presentations, brochures and event collateral.